Macy’s Brings Brazil to Customers

Macy’s looked to its history — and several thousand miles south — for inspiration in its latest marketing and merchandising effort, “Brasil: A Magical Journey.”

Some 18 months ago, a select team of Macy’s execs came together to ponder the brand’s next big campaign, said CMO Martine Reardon. They contemplated various product initiatives, marketing programs and promotions that might excite customers and be different from competitors’. They landed on the idea of doing a country promotion, something department stores were known for decades ago.

“Many, many years ago, department stores would salute countries and bring a taste of that country into the local store for customers to experience the culture and product,” Ms. Reardon said. “We thought, wouldn’t that be fun?”

As the team began to determine an appropriate country, Brazil came into contention based partly on its association with bold, bright colors. It had also just secured the 2014 World Cup and was in contention for the 2016 Summer Olympics. (Brazil has since won the bid for the Olympics.) (www.adage.com)

Manchester City And Nike Announce New Partnership

Manchester City Football Club and NIKE Inc. today announced a new partnership that will see the sponsorship of the Club move from Umbro to the Nike brand from the start of the 2013/14 season.

The Umbro sponsorship, which has been in place since June 2009, will continue to the end of the 2012/13 season, after which all kit, training wear and related products will be designed, manufactured and distributed by Nike. The contract will run until 2019.

“We’re excited by the opportunity to further develop the relationship between City and Nike Inc, which builds on the successful partnership the club has already enjoyed with Umbro, and reflects both the ambitions of the club and the Nike brand’s position within the world of football”, commented Nike Brand President, Charlie Denson. (www.sponsorship.com)

Six Flags Entertainment Launches Integrated Marketing Partnership With Nokia

Six Flags Entertainment Corporation announced today an integrated marketing and mobile development partnership with Nokia to support the new Lumia 900 and debut a custom application for Six Flags guests for all U.S. locations. The partnership will provide Nokia with marketing opportunities across the Six Flags parks through its Media Network. Additionally, Nokia and Six Flags will partner on national sweepstakes and retail promotions.

The centerpiece of the program is the development of a custom Six Flags application exclusively for Nokia Lumia consumers. The application will feature unique content for each participating Six Flags theme park, including an interactive map, information on attractions, food and shopping as well as special event listings, a custom day planner and video content from Six Flags TV. In addition, the application will present owners with exclusive benefits such as Nokia Nightly Offers that provide discounts each night on select in-park retail, restaurant or games locations.

“This partnership exemplifies and takes advantage of our entire portfolio of marketing assets and provides an incredible benefit to our guests,” said David McKillips, senior vice president of corporate alliances for Six Flags Entertainment. “We are really excited to see the Nokia brand integrated into our parks and to deliver exclusive benefits to our guests.” (www.sponsorship.com)

No Worries Here: Outback Steakhouse’s Approach To Sponsorship

With a portfolio that ranges from college sports to country music, sponsorship has long played a key role for OSI Restaurant Partners, LLC’s Outback Steakhouse. And 2012 is no exception. Outback has expanded its portfolio with a tie to Stewart-Haas Racing’s NASCAR Sprint Cup Series team piloted by Ryan Newman. The restaurant chain is titling the car at two races—the April 1 race at Martinsville Speedway and the Aug. 25 race at Bristol Motor Speedway. (www.sponsorship.com)

Ebix Signs Global Sponsorship With Rising American Tennis Star John Isner

Ebix, Inc., a leading international supplier of On-Demand software and E-commerce services to the insurance industry, today announced a multiyear global partnership agreement with rising American tennis star John Isner, currently ranked #10 in the ATP world rankings. Isner will act as an Ebix, Inc. brand ambassador effective immediately.

Ebix, one of Fortune’s Fastest Gowning Companies in 2011, is excited to align with a similar rising star on the ATP tour. In addition to partnering with Ebix on customer engagement opportunities both on and off the court, Isner will also wear an Ebix branded patch on the right sleeve of his athletic apparel as part of the partnership agreement. Ebix will also act as the title sponsor for Isner’s annual charity event, an exhibition tournament played in Isner’s home state of North Carolina.

Isner’s accomplishments include winning 3 ATP tour titles, leading the United States to the 2012 Davis Cup semifinal, winning the longest match in tennis history at Wimbledon in 2010 and defeating world #1 Novak Djokovic and former world #1 Roger Federer during the first half of the 2012 season. Isner has also recently broken into the ATP top 10 for the first time in his career and is considered a future Grand Slam contender.

“I am really excited to align with a global services brand such as Ebix,” said Isner. “I look forward to a very successful partnership with Ebix and to build on the momentum I’ve gained this year.” (www.sponsorship.com)

DeliverLean To Bulk Up On Sponsorship

Barely three months into a one-year partnership with the NHL Florida Panthers and the BankAtlantic Center, DeliverLean is scouting deals with other pro sports teams to support its national ambitions. The food delivery company is discussing deals with the MLB Florida Marlins and NFL Miami Dolphins and plans to partner with other teams as it expands outside its South Florida footprint, said Scott Harris, DeliverLean president. (www.sponsorship.com)

Electronic Arts to Delay Release of Big Game

Electronic Arts Inc. said it will delay the release of an important, as-yet-unidentified game title past the next year, a major factor dragging its sales expectations lower than analysts had expected.

The Redwood City, Calif., company said it expects profits for the current fiscal year of between $1.05 and $1.20 a share with about $4.3 billion of sales, excluding deferred revenue and certain other adjustments. Analysts’ average projection called for a $1.12-per-share profit and $4.49 billion of revenue, according to a poll by Thomson Reuters. (www.wsj.com)

A Taste of Italian, Served Up in a Big Bus

THE food truck is gaining a reputation in the United States as a destination for those craving fine cuisine.

Delverde, an Italian maker of premium pasta, is borrowing that idea and extending it to a food bus, which will tour the East Coast as part of the company’s efforts to win over America’s taste buds.

Delverde products are typically found in high-end markets, so the bus tour is an unconventional way for the company to broaden its consumer reach in the United States, said Delverde’s chief executive, Luca Ruffini.

“We are using this marketing concept because we think the classical way of communication works,” he said. “If people can associate with a brand, it is a very effective marketing strategy.”

On tour with Delverde will be Lucini Italia, an olive oil maker that Delverde bought last year, and brands from other Italian food companies. The idea, Mr. Ruffini said, is to let American consumers know what Italian foods pair well. (www.nytimes.com)

Denver ‘Dares’ You to Visit, and That’s the ‘Truth’

Partygoers play “truth or dare.” A certain material girl was the subject of a documentary titled “Madonna: Truth or Dare.” And as the summer travel season gets under way, a Western city is encouraging potential visitors with a variation on the game.

The organization that seeks to stimulate travel to Denver — known officially as Visit Denver, the Convention and Visitors Bureau and informally as Visit Denver — is running a campaign that presents the attractions of the city in a truth-or-dare format. A fact about Denver appears as a “truth,” followed by a “dare,” an entreaty to try something there with which they may be unfamiliar.

For instance, in one ad, the “truth” is that “there are hundreds of trails through Denver and the Rockies.”

The “dare” is represented by a photograph of an elephant and the words “Take the one that leads through Asia,” referring to a new Toyota Elephant Passage attraction at the Denver Zoo. (www.nytimes.com)

Nissan Expands GT Academy For 2012

Nissan is back for its third year of the GT Academy, a multiplatform competition that turns top players of digital driving games into drivers of real Nissan sports cars, and culminates in a reality show that’s a kind of performance driving take on “Hunger Games,” where gamers enter the real world, competing against each other in physical and psychological tests, and performance driving. Only one person “survives,” and that lucky person will go on to be an actual race driver under the Nissan banner.

For Nissan’s North American operation, this is only the second year of paticipation in the GT Academy program. And as with last year, Nissan is partnering with Sony Computer Entertainment America LLC and Polyphony Digital Inc. to create a Nissan branded driving game in which gamers must compete for a chance to attend the GT Academy “boot camp,” the portion that gets televised as a non-scripted TV series Spike TV and MTV2 later this year.

The way it works is that gamers and racing fans compete in online time trials in pre-selected and virtual Nissan vehicles. Registration for the GT Academy competition runs from June 11-24, for 32 spots in the finals, to be held in July. The top 16 players in the country who won the finals move on to the GT Academy “boot camp.” (www.mediapost.com)